Beginning in the mid-2000s, MSNBC assumed an increasingly liberal stance in its opinion programming. In October 2010, it publicly acknowledged this with a marketing campaign it called “Lean Forward”.[8][9][10][11][12][13][14][15] Further, in September of 2013, MSNBC launched its revamped official website under the tagline, “What Progressives Have Been Waiting For.”[16]

As of August 2013, approximately 94,519,000 American households (82.77% of households with television) receive MSNBC.[17]